289奧美 360度品牌管理內(nèi)培訓(xùn)

1、,1,360 Degrees Brand Cascade June 30th- July1st Shanghai,Do You Feel That You Are…….你是否覺得你是…...,In the right industry? 在一個(gè)正確的行業(yè)工作?With the right agency? 在一個(gè)正確的公司工作? At the right time? 在正確的時(shí)間?,36

2、0 Degree Branding is a terrific opportunity for our brands, our clients & for ourselves對(duì)品牌、客戶和我們自己而言，360度品牌管理是一個(gè)巨大的機(jī)會(huì),Individual Pre-session Exercise:Framing the Agenda個(gè)人練習(xí)：,Based on what you know now about 360

3、 Degree Branding, write down on the card what you believe to be the three key issues we need to address to be successful 基于你對(duì)360度品牌管理的了解，在卡片上寫下你認(rèn)為帶來成功的三個(gè)主要觀點(diǎn)An issue is something we have to do something about

4、觀點(diǎn)是一些我們必須要做的事情, 它包含An opportunity 機(jī)會(huì)A problem 問題A balance we need to make between two or more things在幾件事情之間我們需要做的平衡,Agenda議程,Introduction- the why and the what為什么會(huì)有360度，什么是360度The How- four parts of 360 thinking

5、如何運(yùn)用 （360度思考的四個(gè)部分）Challenge 挑戰(zhàn)Brand Print 品牌寫真Idea 想法Brand World 品牌世界,Why 360 Degree Branding?為什么產(chǎn)生360度品牌管理？,Worldwide Task Force Report: Two Years Ago,We operate in silos 我們?cè)诰凶鳂I(yè)Our business is being pus

6、hed downstream 我們的事業(yè)正走向下游Management consultancy threat with CEO level contacts 管理顧問公司威脅到CEO層面的接觸,Recommendation 建議Focus the agency on 360 Degree Branding as a way of adding value and getting back upstream將

7、公司集中到360度品牌思考, 以增加我們的價(jià)值, 讓事業(yè)重新走向上游,Direct related tonew distribution,High endPR,,,CEO,BrandManager品牌經(jīng)理,Marketing Director行銷總監(jiān),Strategic策略的,Operational運(yùn)作的,Tactical戰(zhàn)術(shù)的,Direct,Advertising,,Sales Promotion,,Low en

8、dPR,Needs需求,We are in the knowledge business 我們處在一個(gè)需要知識(shí)的行業(yè)We need more knowledge 我們需要更多的知識(shí)We are in the ideas business 我們處在一個(gè)需要想法的行業(yè) We need more ideas 我們需要更多的想法We are in the brand business

9、 我們處在一個(gè)建立品牌的行業(yè)We need more influence on the total brand 我們需要在整個(gè)品牌上有更多的影響力,What Sort of Company Do We Want to Be?我們希望成為一個(gè)怎樣的公司？,The Unlimited Brand Company無限品牌公司,,Unlimited,We cross disciplines in a 360

10、Degree way 通過360度思考跨越專業(yè)We cross borders 跨越邊界We challenge barriers 挑戰(zhàn)障礙We take it all the way through 我們?nèi)轿贿\(yùn)用Insight...Ideas ...Execution ...Evaluation 洞察…IDEA…執(zhí)行…評(píng)估We buil

11、d the brand to its full potential 我們將品牌建立至極限,,Since That Initial Task Force: Worldwide,Absorb philosophy 吸收哲學(xué)Period of debate - keep individual disciplines 保持獨(dú)立的原則Experiments on how to work together differently

12、 嘗試如何共同協(xié)作Gains on key accounts 來自重要客戶的經(jīng)驗(yàn)Amex business partnership Amex 商業(yè)伙伴IBM increase share of client total budget (key measure),,Adver One to Public Design/ Media

13、 -tising One Relations Identity Promotion Buying Australia?? ?Bangladesh?China???? ?Hong Kong????? ?India?

14、???? ?Indonesia???? ? ?Japan??Malaysia????? ?New Zealand??? ?Pakistan? ?Philippines??? ?Singapore????? ?South Korea??? ?Sri Lanka? ? Ta

15、iwan????? ?Thailand???? ?Vietnam?,Ogilvy Resources in Asia Pacific奧美在亞太區(qū)的資源,Structural and Attitudinal Obstacles to Implementing 360 Degree Branding實(shí)行360度品牌管理的障礙,Three tools to help remove the obstac

16、les三個(gè)幫助消除障礙的工具Changed structure 改變的結(jié)構(gòu)Brand Teams 品牌團(tuán)隊(duì)Brand Profit & Loss (P&L) 品牌損益,,CREATIVE（創(chuàng)意）,Adv廣告,Finance, Admin and IT partners （財(cái)務(wù)、行政、IT部門）,SalesPromotion銷售推廣,Head主管,Head主管,Head主管,Head主管,One直

17、效行銷,Public Relations公共關(guān)系,Identity視覺設(shè)計(jì),Head主管,HEAD OF COUNTRY（地區(qū)主管）,Consulting,,,Agreed Structure for a 360 Degree Agency（360度代理商的結(jié)構(gòu)）,The Brand Team品牌團(tuán)隊(duì),A leader who leads 一個(gè)品牌領(lǐng)導(dǎo)者Team members who connect 接

18、觸緊密的成員Sitting together, ideally 理想狀況下，應(yīng)該坐在一起,The Brand P&L品牌損益,Share of client target 分享客戶的目標(biāo)A P&L which reports horizontally 垂直報(bào)告的損益Jobs tracked at an individual level 工作遵循獨(dú)立的層面Income di

19、stributed and profit distributed pro rata versus hours spent 收入和利潤根據(jù)時(shí)間花費(fèi)進(jìn)行分配,,,,,,,Finance, Admin and IT partners,Head,Head,Head,Head,Head,HEAD OF COUNTRY,Multi-disciplinary Brand Teams,Consulting,,,,,,Adv,Sales

20、Promotion,One,Public Relations,Identity,CREATIVE,Country P&L地區(qū)損益,Agreed Structure for a 360 Degree Agency（360度代理商結(jié)構(gòu)）,What 360 Degree Does For Us360度可以為我們做什么？,What is the Territory of a Brand?一個(gè)品牌的版圖是什么？,,Six in

21、ches wide6英寸寬Grey and wetMysterious,A Brand Is The Totality Of What The Customer Experiences一個(gè)品牌是消費(fèi)者所經(jīng)歷的總和,In 360 Degree在360度過程中,You have to anticipate every encounter a customer is going to have with your brand

22、 你必須預(yù)見消費(fèi)者與品牌的每一次接觸機(jī)會(huì)You must customize the message for each encounter 針對(duì)每一次機(jī)會(huì)，設(shè)計(jì)需要傳達(dá)的信息 You are arranging the encounters to make sure they enrich the customer‘s overall experience with a brand 設(shè)計(jì)安排這樣的機(jī)會(huì)，以保證可

23、以增加消費(fèi)者與品牌的經(jīng)驗(yàn),A 360 Degree Brand,Scraps and Straws That Add up to the Most Valuable Asset a Company Has,360 Degree Brand Stewardship360度品牌管家,Creates great ideas that move our brands ahead at each point of contact be

24、tween the brand and its customers 創(chuàng)造偉大的“IDEA”，讓我們的品牌在與消費(fèi)者的每一次接觸中都可以向前發(fā)展Selects the richest points of customer involvement on which to focus our efforts選擇最有效的接觸點(diǎn)，將我們的努力集中在這些方面,360 Degree Brand Stewardship 360

25、度品牌管家,Improves the relationship between clients and their customers 增強(qiáng)客戶和消費(fèi)者之間的關(guān)系Increases Client value in terms of market share, profit and share price增加客戶的市場(chǎng)份額，利潤和股票價(jià)格Adds future Client value by driving new

26、opportunities通過驅(qū)動(dòng)新的機(jī)會(huì)來增加未來客戶價(jià)值A(chǔ)llows us to be well paid for using our creativity in the pursuit of this cause 讓我們得到更好的利潤回報(bào),Our 360 Degree Brand Thinking360度品牌思考,Cracks the non-traditional customer in Singapor

27、eGenerates profits from dreams in TaipeiMilks sport for all it is worth in ThailandSilences a Whisper with confidence in KoreaMakes money out of striptease in the PhilippinesTurns an advertising property into a popu

28、list slogan in IndonesiaDiscovers the power of self discovery in China,In the Beginning Was a Blank Sheet of White Paper on Which a Press Ad Was Written最初的廣告是寫在報(bào)紙上的平面廣告,,Along Came TV Which Worked to the Same Basic Sh

29、ape伴隨電視的誕生，廣告工作仍然保持基本形狀,,,,,So Heads Started to Become the Same Shape因此，頭腦也逐漸變成同樣的形狀,,To Fit the Briefs Which Were the Same Shape - Square Pegs Into Square Holes以適應(yīng)同樣形狀的廣告簡報(bào),,,,,,,So Adman Looked Like This所以，廣告人看起來都是

30、這個(gè)樣子的,Then Along Came Some Other Sorts of Briefs隨著其他類型簡報(bào)的產(chǎn)生,,,Direct直效行銷,Public Relations公共關(guān)系,So Different Shaped Heads Were Required導(dǎo)致對(duì)不同形狀頭腦的需求,,,To Make up the Full Orchestra of Disciplines為建立整個(gè)管弦樂隊(duì),,,,Specialisa

31、tion Can Create Walls & Silos專業(yè)化創(chuàng)造墻和井,Silo?井？,,A large tower for the storage of grain or cement一個(gè)儲(chǔ)藏谷物或水泥的塔形建筑No windows to lookin or out of沒有窗可以從里面看到外面或從里面看到外面,Plus Other Sorts of Briefs加上其他類型的簡報(bào),,,,,,,Old

32、Integration以前的整合,Each discipline sits in a silo 每個(gè)專業(yè)都坐在井里面Strategy is developed in a lead discipline (usually advertising) 策略在主導(dǎo)專業(yè)中發(fā)展（通常是廣告）The lead discipline develops its idea (usually television) 主導(dǎo)專業(yè)發(fā)展它的“

33、IDEA”（通常是電視）Other disciplines are given the idea and asked follow it to produce a uniform look and feel (usually very close to a deadline) 其他專業(yè)在既定的“IDEA”下， 被要求根據(jù)它發(fā)展統(tǒng)一的外觀和感受（通常離最后期限很接近）,What’s Changed引起哪些變化？,Rising co

34、st of television抬高電視的費(fèi)用 Media fragmentation 媒介破碎分離New media - Internet, cable, video on demand新媒體的誕生----互聯(lián)網(wǎng)、有線電視、點(diǎn)播錄像Importance of endorsement背書的重要性Search for better value from brand spending在品牌投資中尋求更

35、好的價(jià)值,We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking為實(shí)行360品牌思考，我們需要改變我們頭腦的形狀,,,,,,,?,The New 360 Degree Branding Approach新的360度品牌建立方式,Work as a Brand Team from the start so thinking deve

36、lops in a discipline - rich way and is anchored in the BrandPrint 開始即以品牌團(tuán)隊(duì)進(jìn)行工作，在一個(gè)原則下進(jìn)行思考--------多樣的方法，以品牌寫真為依據(jù)Come up with a big Idea 產(chǎn)出一個(gè)“BIG IDEA”Chose points of contact to intensify the invol

37、vement of the brand in people’s lives 選擇接觸點(diǎn)，加強(qiáng)品牌在人們生活中的融入度,The New 360 Degree Branding Approach新的360度品牌建立方式,Ensure interplay between all executional elements to bring the Brand Idea alive whether 確保所有可執(zhí)行

38、元素間的相互影響， 以使品牌IDEA誕生，無論single, dual or multiple disciplines are used 是否運(yùn)用到單一、雙重還是多元的專業(yè)Ogilvy companies deliver all the executions or not 是否所有的執(zhí)行工作都由奧美的公司完成,,The best chance of being 360 Degree is when you ha

39、ve a very strong idea. If it’s strong, it will start to happen naturally“成為360度的最大機(jī)會(huì)是當(dāng)你有一個(gè)很強(qiáng)的IDEA， 如果IDEA夠強(qiáng)， 它會(huì)很自然成為 360度?！?Shelly Lazarus,To Go Along With Our New Heads We Need為了配合我們的新頭腦，我們需要：,Stimuli to provoke new

40、 thinking激發(fā)新思維的工具New ways of working together that 新的協(xié)作方式use the full resources of the Brand Team 運(yùn)用品牌團(tuán)隊(duì)的所有資源avoid wheel-spinning and duplication of effort避免重復(fù)勞動(dòng)maximise our creativity最大化我們的創(chuàng)造力,To

41、Go Along With Our New Heads We Need為了配合我們的新頭腦，我們需要：,Practice to ensure we can鍛煉可以保證我們pick the rough diamonds from the river gravel在沙礫中篩選出鉆石cut and polish them to give our brands true brilliance切割、打磨，給予我們的品牌真

42、正的光彩Cases to inspire us along the way 案例可以激發(fā)我們,Biggest Recipe for Disaster導(dǎo)致災(zāi)難的最大因素,Believing it is an end in itself losing sight of the end result by getting obsessed with the process 喪失對(duì)結(jié)果的預(yù)見，沉迷在過程中間thin

43、king that the job can be done if we just answer a set of questions and complete a set of forms認(rèn)為僅僅回答一系列問題，填完一些表格即可讓工作得以完成,Other Recipes for Disaster其他導(dǎo)致災(zāi)難的因素,Feeling that it is quicker if we do it by ourselves w

44、ithout involving the Brand Team 認(rèn)為自己個(gè)人作業(yè)要比品牌團(tuán)隊(duì)作業(yè)來得快Generating lists of everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples’ real liv

45、es 羅列每件事情，不從品牌融入消費(fèi)者生活的角度來考慮優(yōu)先順序Seeing 360 Degree as cross-selling or just carving up a budget 將360度看作跨領(lǐng)域銷售或僅僅作為瓜分預(yù)算的方法,Differences Between Old Fashioned Integration and 360 Degree Brand Thinking360度品牌思考與整合概

46、念的差異性,Integration整合Laundry list of opportunities all of which would be nice to do but don’t necessarily solve the critical issue 羅列所有的機(jī)會(huì)點(diǎn)，有些可能還不錯(cuò)，但并不是解決關(guān)鍵問題所需要的No strategic guiding principle 沒有策略指導(dǎo)原則Idea acts as s

47、uperficial badging device IDEA僅作為表面的東西,360 Degree Brand ThinkingSolving the critical challenge of the brand 解決品牌面臨的主要挑戰(zhàn)Operating within a strategic framework, with different roles to achieve the goal

48、 在策略框架下運(yùn)作，從不同角度達(dá)到目的Driven by an idea, which it extends 以可延伸的IDEA為指導(dǎo),We Assume That We Have Already Done Our Homework我們假設(shè)我們已經(jīng)做完我們?cè)撟龅墓φn,Some agencies scorn research, marketing and homework. They skid around on the s

49、urface of irrelevant brillianceAt Ogilvy we ask you to do your homework and create brilliant campaignsDavid Ogilvy,Sequence Of 360 Degree Brand Thinking360度品牌思考的順序,In 360 Degree thinking everything connects with ever

50、ything else 在360度思考中，每件事情之間都有關(guān)聯(lián)There is a natural sequence for the team to move through 存在一個(gè)自然順序But we need to check back to insights from previous stages to provide stimulus and ensure that everyth

51、ing fits together and is consistent 但我們?nèi)匀恍枰皇腔仡櫱半A段的洞察，以提供刺激材料和確保每件事配合得很好，確保他們的一致性。,The Elements主要元素,Brand Scan品牌掃描,Brand Audit品牌檢驗(yàn),Points of contact接觸點(diǎn),Challenge挑戰(zhàn),BrandPrint品牌寫真,Idea,BrandWorld品牌世界,Execu

52、tions執(zhí)行,,Discover the Challengefacing the brand in a 360 Degree way從360度的角度，發(fā)掘品牌面臨的挑戰(zhàn),Describe the Brand’s DNA描述品牌的DNA,Challenge挑戰(zhàn),BrandPrint品牌寫真,Brand World品牌世界,Create a world which maximises the interplay betw

53、een the brand and its customers at various points of contact創(chuàng)造一個(gè)世界，讓品牌和它的消費(fèi)者之間在各個(gè)不同接觸點(diǎn)的相互影響達(dá)到最大化,What We Need,Idea,,Brand Audit品牌檢驗(yàn),Brand Scan品牌掃描,Points of contact接觸點(diǎn),Gathering, ordering and interpreting information

54、about the brand in a 360 Degree way從360度的角度，收集、整理、解釋關(guān)于品牌的各種訊息,Understanding the unique relationship between the brand and its customers 了解消費(fèi)者與品牌的獨(dú)特關(guān)系,Defining the areas where the brand can intensify the

55、impact it has on people’s lives確定品牌可以增強(qiáng)其對(duì)人們生活影響的接觸點(diǎn),How We Get There如何達(dá)到？,,2,From Brand Scan to Challenge從品牌掃描到挑戰(zhàn),Where the Brand’s Problems Lie品牌的問題在哪里？,Brand Scan品牌掃描,Challenge挑戰(zhàn),,Equities資產(chǎn),A 360 Degree brand i

56、s a composite of different, inter-related strengths or equities一個(gè)360度的品牌是不同內(nèi)在相關(guān)的優(yōu)勢(shì)和資產(chǎn)的組合We use six equities to look at a brand in a comprehensive way 我們運(yùn)用六個(gè)方面來觀察一個(gè)品牌We assess the strengths and weaknesse

57、s on each as a health check on the brand 就像品牌的健康檢查，我們得到每個(gè)方面品牌的優(yōu)勢(shì)和弱點(diǎn),,Image形象,Goodwill商譽(yù),Product產(chǎn)品,Customer消費(fèi)者,Visual視覺,Channel銷售渠道,A Composite of Six Interrelated Equities6個(gè)方面資產(chǎn)的組合,The Brand Team Needs To Kno

58、w,Product產(chǎn)品How the product performance supports the brand產(chǎn)品的表現(xiàn)如何支持品牌？Image形象Whether the brand’s image is strong and engaging是否品牌形象很強(qiáng)并且吸引消費(fèi)者？Customer消費(fèi)者How strong the brand’s customer franchise is品牌消費(fèi)者的特權(quán)有多強(qiáng)？

59、,The Brand Team Needs To Know,Channel銷售渠道How well the brand is leveraged in the trade environment 通路環(huán)境對(duì)品牌的影響如何？Visual視覺Whether the brand presents a clear, consistent and differentiating presence是否品牌具有清晰、持續(xù)和差異化視

60、覺形象Goodwill商譽(yù)Whether the brand is endorsed by influencers and the communities in which it lives 是否品牌被“影響者”和社會(huì)團(tuán)體所認(rèn)可？,,,,,,,Recognise this Brand?辨認(rèn)這個(gè)品牌,What Are Its Equities?什么是它的資產(chǎn)？,,,Health Check: Amex v

61、ersus Diners in Hong KongAmex 和 Diners 品牌健康檢查,Image,Goodwill,Product,Customer,Visual,Channel,,,Goodwill,Product,Customer,Visual,Channel,,,,,,,,Health Check: Amex versus HSBC Visa in Hong KongAmex 和 HSBC 品牌健康檢查,,Image,G

62、oodwill,Product,Customer,Visual,Channel,,,,,,,,,,Goodwill,Product,Customer,Visual,Channel,Not Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on These Six Equities 只有當(dāng)我們了解品牌在6個(gè)方面的強(qiáng)、弱,Can we st

63、art to determine what the brand could do to be stronger 我們才能決定做些什么可以讓品牌變得更強(qiáng)大And can we define the Challenge facing the brand 我們才能確定品牌面臨的挑戰(zhàn),Equities資產(chǎn),Equities are not disguises for group companies or comm

64、unication disciplines資產(chǎn)不是一群公司或多種傳播方法的偽裝 However, different disciplines clearly have more impact on some equities than on others然而，不同的方法在某些資產(chǎn)方面會(huì)比其他的方法更有影響力,What We Use to Help Discovery我們運(yùn)用什么來幫助發(fā)掘？,The background

65、of our basic knowledge and homework about the brand 我們的基本知識(shí)背景和關(guān)于品牌的功課A facilitated meeting of the Brand Team including MindShare 具有促進(jìn)作用的品牌團(tuán)隊(duì)會(huì)議（包括傳立）Stimuli selected from a shuffle deck of questions across

66、 the equities to provoke thinking and focus discussion (it does not matter which equity we start the discussion with) 激發(fā)思考和討論的“撲克牌”And the Compass Dial as a visual prompt 視覺化工具“指南針”,Stimuli Ques

67、tions in the Shuffle Deck: Product Equity“撲克牌”中的問題：產(chǎn)品層面,What makes this product superior to the competition?這個(gè)產(chǎn)品優(yōu)于競(jìng)爭品牌的原因有哪些？Does the product performance live up to expectations in all its aspects?產(chǎn)品的表現(xiàn)符合在所有

68、方面的期望？Are there things about this product which, if better known, would enhance its appeal?是否存在有關(guān)這個(gè)產(chǎn)品的某些事情，如果大家都知道，可以增加這個(gè)產(chǎn)品的吸引力？,Stimuli Questions in the Shuffle Deck: Product Equity“撲克牌”中的問題：產(chǎn)品層面,Does this prod

69、uct have the optimum price-value equation?是否這個(gè)產(chǎn)品具有最佳的價(jià)格--價(jià)值比？If there is a range of products, how do they clarify or confuse the proposition?如果有一系列產(chǎn)品，他們是否讓主張變得更清晰或者更混亂？If you had a free hand, are there any th